Hasbro takes over management of Wizard of the Coast’s gaming brand Avalon Hill

Hasbro has taken over the management of the board gaming brand Avalon Hill, a portfolio that spans classic titles such as Axis & Allies, Diplomacy, the Scooby-Doo: Betrayal at Mystery Mansion, and more. Previously under the watch of Wizards of the Coast, the portfolio will now be brought closer into the gaming division of its parent company.

It’s been speculated that the move has been made amid the growing demand for board games and the growth in the global board gaming audience as a result of lockdown procedures worldwide. The sector was among a handful of categories to thrive over the course of the year, as families lean towards new means of entertainment.

Avalon Hill has been under the management of Wizards of the Coast for a number of years, producing an average of one to two games per year since 2016. The brand currently encompasses titles such as Axis & Allies, the Betrayal games, and Diplomacy, all of which will now be managed by Hasbro’s gaming division.

Among the latest releases from Avalon Hill was Scooby-Doo: Betrayal at Mystery Mansion, a new board game based on the Betrayal at House on the Hill board game.

While the board gaming market has witnessed a surge in popularity over the last six months, hobbyist retailers have suggested that sales have predominantly arisen from the mid-tier category of games within the £20 to £30 bracket, over the larger, big box £100 and upwards items which are more and more finding their audiences on online platforms and crowdfunding sites such as Kickstarter, over the brick and mortar retailer.

Hasbro’s move to bring Avalon Hill within its own gaming fold may be a move to broaden its more mainstream offering and tap into the growing market.

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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